Effects Of Piracy On Advertising

1187 Words 5 Pages
Alex Marshall
Media Literacy
Andrew Smith
Piracy Research Paper: How Piracy Has/Will Influenced Advertising When it comes to piracy, most people assume its effect-both positive and negative-is limited to the stealing music, films, and television shows. Although, this is correct and countless of research proves this, it goes much deeper. Piracy also influences the advertising field. The people’s whose jobs are to sell a certain product to the public often can find their ads not only stolen, but on fraudulent sites, without even being aware their advertisement is on a fraudulent or piracy ridden site. But, there’s also a positive side to piracy influencing advertising that sometimes helps the products sales in the long run.
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“Instead of playing defense against the myriad fans who illegally upload hundreds of clips from Lionsgate films such as "Saw" and "Dirty Dancing" on YouTube, Google and Lionsgate [turned] piracy into profitability” (Brodesser-Akner, Turning Piracy into Profitability). In September of 2008, Tinseltown 's largest indie studio was able to utilize various film clips using Google 's AdSense service, in which sharing, uploading or "mashing up" clips is encouraged, because Lionsgate profited from Google ads sold against them. It is also pointed out “that entertainment will survive because of this sort of changeover to digital economy and that newspaper and ‘Old Hollywood’” would probably become obsolete (Brodesser-Akner, Turning Piracy into Profitability). He also states instead of going to get a lawyer, Hollywood needs to adapt to the “anytime, anywhere consumer model”. Creator of television show, Family Guy, Seth McFarlane was successful because he made a deal in June of 2008 to syndicate a new animated series online via AdSense. This paved way for The Wall Street and Madison Avenue-backed firm Media Rights Capital agreeing to fund Mr. MacFarlane 's new web series, which bought in advertising space from Google. Another trend that has been popular among advertisers is product placement: an advertising technique used by companies to subtly promote their products through appearances in film, television, or other media. For example, in the Netflix original TV show, Stranger Things, the main characters often eat the frozen waffles, Eggo. Eggo is subtly used as a useful plot device and therefore doesn’t seem to “annoy” or “bother” those who watch it. An example of an not so subtle use of product placement includes celebrities such as Kylie Jenner, the Kardashians, and Tyler Blackburn promoting products such as Detox Tea, Casa Dragones Tequila, and SugarGummieBears in their picture post.

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